Conservo: Time, the Earth, and Lory's Dream
It all began with a lucky encounter: 1999 and Florence’s Central Market. Just like the bread she baked for years, Lory’s dream also needed time, warmth, and dedication to rise.
It’s there, amid its lively shouts and intense aromas, that she decided to open her first shop. She didn’t want just any store, but a place that would become a guardian of the art of baking and, above all, of Tuscan culinary traditions.
From hands in flour to hands in the soil. Conservo wasn’t created to sell products, but to bring that feeling of “warm, freshly baked bread” to your entire pantry. We sought out like-minded producers who share Lory’s vision: people who love what they do.
Conservo’s true wealth doesn’t just sit on the shelves : it’s in the people who keep coming back to see us every day—inspiring us to build personal relationships with our clients for over twenty years.
The Art of Preservation
Why did we choose the name Conservo? Because we believe that food is the most powerful vehicle for memory.
- We preserve the secrets of small farms that still operate the old-fashioned way.
- We preserve the seasonality of the garden products and our olive groves in the Florentine hills.
- We preserve the authenticity of flavors, from a slice of Chianti salami to the lingering aroma of a freshly harvested truffle.
Today: From the Workshop to the Hills
Over the years, Conservo has grown. Today, we are more than just our historic shop in the heart of Florence. We are the stories we share with you, the insights we reveal during tastings, and the land from which everything originates. We have taken our philosophy beyond the city walls, into the olive groves and woods, so that anyone can experience the authentic essence of Tuscany firsthand: hands stained with earth, toasts at sunset, and unforgettable flavors.
The Seal of Lory
Even today, every product we select and that you find on our shelves—whether physical or digital—must pass a fundamental test: we have to like it, but above all, Lory has to like it. She continues to be our guiding light: her expertise is the filter that ensures what ends up on your table is authentic, genuine, and limited in quantity. Because true excellence cannot be mass-produced.
Today, when you open a jar of Conservo or stroll through our market stalls, you’re not just tasting and experiencing Tuscany. You’re becoming part of the dream of a woman who decided to transform good food into an authentic experience.